Experience RAI's website evolution: compelling narratives, simplified browsing, and improved donation functionality. Our volunteer efforts focus on enabling refugee women to prosper in the greater Seattle area and create a lasting influence. This is a project of the UX design practicum course at the University of Washington.
Role
UX Research
Timeline
Collaborators
GameStop is a US-based electronics retail corporation and among the biggest global video game retailers. They offer video games, gaming systems, consumer electronics, and gaming gear. Nonetheless, their official website's user experience didn't match their commercial standing.
Our group conducted extensive investigations into the organization's primary audience, along with a comprehensive heuristic assessment and competitive examination. We identified the website's key issues and offered practical solutions rooted in our study. We primarily restructured the site's information architecture, the front page, as well as the donation and volunteering functions.
As a vital team member, my main responsibility involved managing the comparative analysis, identifying and defining key obstacles to tackle, and actively engaging in the prototyping process. Additionally, I restructured the design system, significantly enhancing the overall presence.
RAI's marketing manager, also the overseer of our redesign endeavor, highlighted a few non-profit entities whose websites they truly admire, such as The Little Market, Gates Foundation, and Wing Luke Museum. Consequently, we carried out a comparative evaluation among these organizations, notwithstanding the absence of a direct competitive link.
Insights
Usability testing of the Homepage
Information Architecture and Product Discovery
Usability testing of Checkout
Usability testing of the Overall Website Experience
Content Reorganization: Redesign the homepage layout and content structure to enhance user engagement and make it easier for users to find information.
Accessibility Enhancement: Implement design changes to improve accessibility, including addressing issues related to white space, color contrast, and clickable elements.
Donation Transparency: Establish a system to track and display donation metrics on the website to increase transparency and build trust with donors.
Simplified Donation Process: Streamline and simplify the donation process to make it more user-friendly, eliminating confusion and reducing friction for potential donors.
